Was it not Bertrand Russell who said that if the bath water got only half a degree warmer every hour we wouldn't know when to scream? New environments [media] reset our sensory thresholds. These in turn, alter our outlook and expectations. The need of our time is for the means of measuring sensory thresholds and of discovering exactly what changes occur in these thresholds as a result of the advent of any particular technology. ... We have no reason to be grateful to those who juggle the thresholds in the name of haphazard innovation.